Part 1 Bold Listing Presentation
Part 2 Bold Listing Presentation
Click here to print Listing Presentation Script/conversations
Listing Presentation Conversation
1. OPENING
Hello, Mr. and Mrs. ___________. I’m ________ with Keller Williams Realty, and we had an
appointment at _____ and it is ______. May I come in?
Thanks for inviting me over. I’m excited that you’ve decided to ... LIST YOUR HOUSE WITH ME ...
today/tonight.
-Or- (option)
It is a pretty important decision you’re about to make to ... LIST YOUR HOUSE WITH ME ... today/tonight.
(continue)
May we sit at the kitchen table? (Position yourself so that both the sellers are on the same side of the
table and you can see both their faces at the same time so they cannot communicate with one another
without you seeing.)
WALK THROUGH THE HOUSE
Mr. and Mrs. Seller, I would like to take a quick look through your house, so I can see it through the eyes
of a buyer since you won’t be here during showings. TRUST ME ... it won’t take long. I’ve done this so
many times, and I’ll see everything a buyer will see. I’ll take great notes, and then after you ... LIST YOUR
HOUSE WITH ME, ... you can point out all the things in the house that make it special for you.
If they say ‘Ok’:
Great, Thank you! While I tour your house, will you fill out this seller survey so we can ... SAVE YOU
TIME ... tonight?
(When you come back and sit at the table, look at the survey quickly and thank them for filling it out. Say
something, for example “You have a great house. Thanks for filling out the survey.”)
If they say ‘The last agent we met with had us go through the house with them’:
I know that some agents may have you take them through the house. They see the house through your
eyes instead of through the eyes of a buyer. You may follow me if you like or you can fill out this seller
survey so we can ... SAVE YOU TIME ... tonight. Won’t that be great?
If they say that they really wanted to show you everything themselves:
I have been doing this so long it only takes me a few minutes. You may follow me if you like or you can
fill out this seller survey so we can ... SAVE YOU TIME ... tonight. Won’t that be great? I’ll take great
notes, and then after you ... LIST YOUR HOUSE WITH ME, ... you can point out all the things in the house
that make it special for you.
If they are persistent: Tour the home with them! Some won’t be comfortable allowing you to
tour the home without them and that is ok. Build rapport by mirror and matching, as well as asking
open ended questions. (CAUTION: As they are pointing out things they’ve done/improvements, be
careful not to amplify your reaction so they don’t inflate the price of the home based on your positive
reaction to things they’ve shared.)
2. THREE GOALS
Mr. and Mrs. Seller, I have a great deal of respect for you and your investment of time. In fact, we have
only 3 goals for our meeting today/tonight.
1. We’re going to review your motivation to ... SELL THIS HOUSE NOW ... and ... AGREE ON A PRICE
... that will cause it to sell in today’s market.
2. We’ll take a moment and I’ll answer any questions you have.
3. We’ll ... DECIDE TONIGHT ... whether you want to ... WORK WITH ME ... and I’ll decide if I want to
... TAKE YOUR LISTING. (If they comment.) That doesn’t happen a lot, for instance, you may not
choose to set a price that will help your house to sell or you may not agree on my
recommendations to get it ready to enter the market. Mr. and Mrs. Seller, I would much rather
let you down now than disappoint you later if I cannot meet your goal. Fair enough?
3. THREE CRITICAL QUESTIONS
So, I have 3 critical questions for you.
1. Do you really want to ... SELL YOUR HOUSE?
2. Are you willing to ... price your house to sell ... or do you want it to sit on the market?
If sellers’ market you can say, after all of #2, “People are being told the market is hot and
everything is selling. As a professional, I watch the market daily. Today there are _____ homes on the
market. Last week _____ sold. That means _____ didn’t sell and are still on the market.”
3. Do you ... WANT ME ... to sell it for you?
4. PREQUALIFYING
Mr./Mrs. _________, I had the opportunity to speak with Mr./Mrs. _________ and asked a few
questions to better help prepare for this evening. May I review those questions now to make certain I
thoroughly understand your circumstances to ... SELL YOUR HOUSE?
Mr./Mrs. _________, your husband/wife said you were moving to _____________, correct?
Fantastic.
And you needed to be there by ______, right?
Terrific.
So, what’s important to you about__________ (fill in from two lines above)?
How/Why is that (or repeat what they said from above) important to you?
So, ultimately, you’re in ________ by __________. You’ve _____________ (started a new job, got the
kids in a new school, etc.).
Ultimately what will all of that do for you? (you’re looking to hear emotion, dig deep around how they’ll
feel if all of this happens)
Honestly doesn’t your family deserve all of that?
Great, so my goal is to ... MAKE THAT HAPPEN ... for you. And if you are as committed as I am, then you
will be in (where they want to go) by (when they want to be there).
So, I appreciate you being serious about getting your house sold.
Let’s start by looking at what is happening in the marketplace today.
5. PRESENT MARKET STATISTICS AND PRICING
(show your graphs)
(If sellers’ market):
As I mentioned before, people are being told the market is hot and everything is selling. As a
professional I watch the market daily. Today there are _____ homes on the market. Last week _____
sold. That means _____ didn’t sell and are still on the market.
Are you aware that currently we have ___ (number of houses for sale) and about ____ are selling per
month?
So what we need to do today is ... AGREE ON A PRICE ... one that makes certain that your house is
positioned to sell in the desired time frame so we get you to ________ by ________ rather than being in
the unsold category.
If we ... PRICE IT RIGHT ... then we could have multiple offers, and if we overprice it—well, it sits on the
market.
So, you understand that in today’s market we’re entering a competition, right?
(If Buyer’s market):
Are you aware that currently we have ___ (number of houses for sale) and only about ____ are selling
per month?
So what we need to do today is ... AGREE ON A PRICE ... one that makes certain that your house is one of
the small number of houses that are actually selling, instead of one sitting on the market losing money
day, after day, after day.
So, you understand that in today’s market we’re entering a competition, right?
(The CMA / Pricing Conversation)
Let’s look at how you’re going to WIN that competition. Let’s look at what we are competing against and
what buyers will be choosing from.
(Address)—have you seen this house?
Have you seen any of these houses? (The reason you ask is in case they have been inside of the house, or
if they state their friends live there, then you are aware they know more about the house than you do
and you must keep them focused on price and value.)
After viewing 3–4 houses for sale, ask:
Mr. and Mrs. Seller, if you had to choose one of these houses, which one would you choose to buy?
Why did you choose that one?
I understand. You know, Mr. and Mrs. Seller, buyers are just like you. They buy the house that they see
as the best value for what they want and need.
Are you aware of how buyers determine value?
It’s much like buying anything. Let’s say a car. You go to one dealer and the car you want is $29,000.
You, like everyone, like to save money, so you go to another dealer where you see the same car for
$29,000—only this one has leather, a sunroof, and a navigation system. Which one will you buy?
Right, because it gives you more for the same price. More features and benefits. Now let’s say you really
didn’t care about the leather, sunroof and navigation system. What would you expect the other store to
do if you were to buy their car?
Right. Lower the price.
Mr. and Mrs. Seller, the buyers will be choosing the same way you did.
See, most buyers in this type of a market view 8-10 houses before they decide to buy. They compare
houses much like you did tonight. So, in essence, your house is competing against 8-10 houses at any
given time. The buyers walk through house, after house, after house, and they look for the one that
offers the most features and benefits for the least amount of money.
That’s what we call value in the eyes of a buyer.
Buyers, like yourselves, either look for more features for the same price or a lesser price. Whichever it is,
it’s all about price.
So, based on these comparable houses, this one priced at _____ , this one at _____, and this one at
______, what do you feel we should price your house at so it is positioned on the market to
OUTPERFORM any and all of the other properties for sale? (agree on a price and move to fill out the
listing paperwork)
(if they are unrealistic):
Mr. and Mrs. Seller, if you bought stock last year and that stock was $99 per share, and today you want
to sell that same stock and it is worth $55 per share, what could we sell it at? $55, right?
I don’t make the market, I only interpret it, and the market is telling us we need to sell at market price.
(If sellers’ market):
If we ... PRICE IT RIGHT ... we could get multiple offers. Have you ever been to an auction? Then you
know the price increases, so let’s price it so we increase your odds of receiving multiple offers.
6. CLOSE & GET SIGNATURES
Mr. and Mrs. Seller, many agents will ... LIST YOUR HOUSE ... and they do what I call the 3 Ps of real
estate. They will
1. Place your house in multiple listing
2. Place a sign in your yard and then
3. Pray someone else will sell it.
I do the 4th and 5th Ps, which are:
4. Prospect for buyers every day, and
5. Price watch.
(Optional: This may be where you cover questions around your marketing plan if needed or not
previously discussed or featured in the Pre-Listing Packet.)
So, tell me what features do you absolutely want to make sure we highlight on your listing that you have
enjoyed the most? Perfect!
Mr. and Mrs. Seller, all we need to do now is ... SIGN THE CONTRACT ... so you can get to (name of city of
where they want to be or new home or whatever they said at the beginning).
NOTE: Once the Paperwork is completed you will want to agree on / set a few critical expectations.
1. Communication: Let them know and agree and how and how often you will be in touch with
them (minimum once per week).
2. Advertising / Promotion: Let them know how / where their home will be advertised.
3. Open Houses: Agree on to have or not to have an Open House for their property.
Only about 1% buy the house they 1st identified via an Open House. So, if you are holding
another house open you may also attract a buyer for their house at the other Open House.
Logistics: Also, make sure you cover logistical points such as the process, the purchase contract, staging,
etc.
